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Using Choice-Based Conjoint Analysis in the China Market of Imported Beer
Zhihua Gao,Zhangjian Wu,Feng Gao,Jun Zhang 한국유통과학회 2018 The Journal of Industrial Distribution & Business( Vol.9 No.6
Purpose - With the rapid economic development, great changes have happened in the Chinese beer market. The scale of imported beer is increasing. However, the sales of native Chinese beer decrease in recent years. It is because more Chinese customers prefer beer with unique attributes than those with lower prices. In order to take an advantage in this market, practitioners should develop new products to satisfy Chinese customers. Scholars have also focused on beer characteristics to estimate consumers’ behavior for improving the development of beer industry. However, most studies are theoretically centered on marketing strategy management or general understanding of the market. It is not enough for us to explain customers’ consumption patterns. Some empirical research did attempt to find out beer attributes that may influence their choice behavior. However, they failed to verify what can increase customers’ utility through a new product. More importantly, few evidences can be found in the literature. Therefore this study explores the major characteristics of imported beer which may associate with customers’ preferences. Research design, data, and methodology - With the results of literature review and focus group interview, we found out four main imported beer attributes and the levels of each factor. A pre-test is constructed to check the problems in the questionnaire protocol. With the results of pre-test, the revised questionnaire is processed among customers who have purchased and had imported beer in China regions such as Beijing, Shanghai, Jiangsu, Guangdong and so on. The choice-based conjoint analysis is applied to analyze the useful data of 205. Results - Results indicate that choice-based conjoint analysis is the effective method to estimate customers’ choice behavior. Results also indicate that country of origin, price, taste, and package affect customers’ preference and the importances of imported beer attributes are significantly different. Conclusions - Country of origin, price, taste, and package are important for customers to make an imported beer choice decision. Marketers should consider these determinants and their importance to develop new products. Moreover, choice-based conjoint analysis should be the useful method for practitioners to develop a new product of imported beer for sustainable business in the competitive industry.
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Zhang, Jian,Li, Shucai,Li, Liping,Zhang, Qianqing,Xu, Zhenhao,Wu, Jing,He, Peng Techno-Press 2017 Geomechanics & engineering Vol.12 No.1
In order to evaluate the grouting effects of water-rich fault in tunnels systematically, a feasible and scientific method is introduced based on the extension theory. First, eight main influencing factors are chosen as evaluation indexes by analyzing the changes of permeability, mechanical properties and deformation of surrounding rocks. The model of evaluating grouting effects based on the extension theory is established following this. According to four quality grades of grouting effects, normalization of evaluation indexes is carried out, aiming to meet the requirement of extension theory on data format. The index weight is allocated by adopting the entropy method. Finally, the model is applied to the grouting effects evaluation in water-rich fault F4-4 of Qingdao Jiaozhou Bay Subsea Tunnel, China. The evaluation results are in good agreement with the test results on the site, which shows that the evaluation model is feasible in this field, providing a powerful tool for systematically evaluating the grouting effects of water-rich fault in tunnels.
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